2011 dec 10 lsm 12 tips for interviewing plus making sense of custdev data
HOW TO TO A CUST DEVINTERVIEW + MAKING SENSE OF CUST DEV DATA Lean Startup Machine Dec 10, 2011 Josh Seiden, @jseiden
Focus your learning: high risk assumptionsWhat assumptions do you have?…about your customers?…that if proven false, will cause you to fail? License: Creative Commons Attribution- Share Alike 3.0 United States
Drilling into our assumptions ... § Who is the user? Who is the customer? § Where does our product ﬁt in their work or life? § What problems does our product solve? § When and how is our product used? § What features are important? § How should our product look and behave? License: Creative Commons Attribution- 3 Share Alike 3.0 United States
Get out of the building § Identify who do you want to talk to and what you want to learn In other words, what assumptions will you test? § Plan your interview themes as a team § Collect artifacts, debrief and share § Use your visits for multiple purposes License: Creative Commons Attribution- 4 Share Alike 3.0 United States
Sample interview ﬂow § Warm-up questions to set context “Tell me a little about yourself…” § Talk about real events, avoid conjecture “Tell me about a recent time when you…” § Show demos/sketches later in meeting “Show me how you would use this to…” § Express appreciation “Thanks for your time!” § If the interview went well, it’s OK to ask if you can contact them again later License: Creative Commons Attribution- 5 Share Alike 3.0 United States
(Giff’s) 12 Tips for Interviews 1. What do you want to know? 2. One at a time. 3. Use the funnel. 4. Get psyched to hear things you don’t want to hear. 5. People will be polite. Help them be rude. 6. Open ended questions. 7. Stories are golden. 8. Listen, don’t talk. 9. Encourage, don’t inﬂuence. 10. Follow your nose and drill down. 11. Say it back. 12. Ask for introductions. License: Creative Commons Attribution- Share Alike 3.0 United States
Making sense of what you’ve heardDump and sort synthesis § Whole team activity § What did we observe? § One observation per sticky note § Group into themes § You’re looking for patterns relating to your business model. § What assumptions did we conﬁrm? Which ones did we disprove? License: Creative Commons Attribution- Share Alike 3.0 United States
If it gets confusing, make a modelWhat do you know about people? Make personas.What do you know about how they work? Make workﬂow diagrams.Put this together: write a scenario. License: Creative Commons Attribution- Share Alike 3.0 United States
For more details12 Tips for Interviewing § Thanks to Giff Constable § http://giffconstable.com/2011/07/12-tips-for-customer-development-interviews-revised/Check out... § Slideshare: “I’m out of the Building, Now What?” § by Lane Halley @thinknow License: Creative Commons Attribution- Share Alike 3.0 United States
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